This is probably the worst time to be Snapchat. A company which was once driven by unique and innovative ideas is now being raided by competition. Facebook has carried out a 360 degree attack against Snapchat where a number of it’s features were implemented on Facebook. It is now Google’s turn to do so with Google Stamp.

Google Stamp is Google’s reply to Snapchat’s ‘Discover’ feature which allows users to come across interesting content powered by brands.

Basically, Google is paying publishers to create content. When inquired about the payment, sources have given different answers. While one of them has stated that this covers the cost of ‘multiple, expensive people’ for ‘multiple days’, there’s another which claims that the payment made by Google is ‘de minimus’.

Recode has come out with a list of companies contacted by Google for Google Stamp: Conde Nast, Hearst, Time Inc., Mashable, Mic.com, CNN, The Washington Post and Vox Media, to begin with. Current plans are to have it tested on a very small number of mobile users to begin with, which will later be expanded to all users of Google Search on web as well as mobile.

Following Facebook’s push into TV content with many original shows for their platform, Google too, is moving towards the same direction and they want to utilize all their platforms. Google wants to bring new and original TV-show like content for YouTube for which they have set aside Billions of dollars. With Google Stamp, they’re stepping foot into smaller pieces of content for Google Search.

Publishers indicate that the Google Stamp productions will not be a full-blown video, but more of a multimedia slides-like content. It was originally supposed to debut in October but it looks like the plan has been delayed. Stay tuned with us for more details on Google Stamp.

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